Complete Guide On Website Visitor Behaviour Analysis

Thebrisk
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01 Jul 2025

Visitor behaviour analysis is a technique for conducting qualitative research on website visitors’ behaviour. Utilising multiple qualitative tools to track your website’s performance, understand website visitors‘ on-site behaviour, identify experience breakages, connect with individual visitors for feedback and suggestions, and then use all of the insights to optimise the site-wide experience is what visitor behaviour analysis entails. It also shows you how pages (major ones) like the homepage, product pages, landing pages, and so on are performing in terms of engaging visitors and resolving their pain points.

Overview

Before delving deeper into website visitor behaviour analysis, it’s important to understand the distinction between quantitative and qualitative research methods, as well as the types of pain points each can help you solve. There are two research approaches in the optimization field: quantitative and qualitative. Quantitative research entails the use of tools such as Google Analytics, website surveys such as NPS surveys, rating scale surveys, and other tools that provide numerical data on how your website is performing. Data collected quantitatively provides an indication of how your website and its various pages are performing by providing hard numbers such as bounce rate, conversion rate, form abandonment rate, page views, cart abandonment rate, subscription rate, and so on. These figures, however, only show you how things are on your website and not why they are that way. Here is where qualitative research comes into play. To discover experience gaps, qualitative research employs research methods that track user behaviour throughout their entire journey on your website. It allows you to put yourself in the shoes of your visitors, see what they see, feel what they feel, and draw actionable insights from them during the optimization stage. When a visitor visits your website, visitor behaviour analysis acts as website visitor tracking software, mapping their entire online journey. Qualitative research allows you to learn directly from known and anonymous visitors what they liked, disliked, what should not be on the website, what should be tested for optimization, and more. It provides direct causal explanations for the numerical data obtained through quantitative research. Furthermore, you can maximise your existing website traffic without having to invest in new traffic.

What is Visitor Tracking?

Visitor tracking is the process of tracking a website visitor’s activities and characteristics. This gives site owners an in-depth insight into their visitors’ needs and requirements by analysing their on-site activities and behaviour. Visitor tracking also provides information such as how a visitor arrived at your website, their geographic and demographic profile, their age, the device they’re using, and so on. This type of visitor behaviour analysis allows site owners to identify how visitors interpret and interact with their site and take necessary steps, such as optimising their site, to provide the best possible user experience. The following are three benefits of tracking website visitor activities:

Website Efficiency

One of the most effective ways to assess the performance of your website is through visitor tracking. It provides insight into whether or not people like your site, offerings, and whether or not they can find what they came looking for. This data can be used to improve your site pages, remove friction, improve sales funnels, and increase conversions.

Analytics for Websites

Tracking visitor behaviour and demographic data can assist you in making more informed business decisions. A content specialist, for example, may want to track which content pieces are driving organic traffic and generating MQLs to identify areas for improvement.

Advertising

Visitor data tracking is also useful if you intend to run paid ads across multiple platforms. You will not only target the right audience across multiple platforms, but you will also increase the chances of engagement and conversions. A website’s basic visitor information includes search history, location, user interest, and time.

Best Tools To Evaluate Visitor Behaviour Tracking

Visitor behaviour analysis is central to any Experience Optimization program because it uncovers actionable insights that quantitative analysis methods do not provide. As a result, the tools used to conduct visitor behaviour analysis work toward the same goal: identifying areas that require improvement for your website to be optimised through testing, by directly gathering actionable insights from visitors. You can conduct visitor behaviour analysis using four tools:

a website heatmap
session recording
website surveys
form analytics

Reasons Why You Should Conduct Visitor Behaviour Analysis

You can use website heatmaps to track and analyse visitors’ mouse movement, scrolling behaviour, click patterns, and other behaviours, and then discover patterns in the behaviour of different segments. You can see what visitors saw, where they scrolled, where they struggled to understand any content or element, where they struggled to find any information, which stage and page they dropped off on, and much more with session recording. Moreover, with website surveys, you can receive direct feedback on your website and products and respond quickly. You can also use form analytics to optimise every form on your website and every field on each form to increase submissions. The following are some of the most significant advantages that businesses can gain from using visitor behaviour analysis:

Segment the audience based on common traits
Get in your visitor’s shoes
Build a stellar website experience
Identify popular sections across the website
Identify friction across the funnel
Increase website conversions

Best Website Visitor Tracking Tools

The top 5 visitor tracking tools are listed below to help you understand your site visitors’ behaviour from various perspectives and use the information to create better site experiences:

VWO
Mixpanel
Google Analytics
Hotjar
Crazy Egg

Mistakes To Avoid While Conducting Visitor Behaviour Analysis

Behaviour analysis without goals
Incorrect sample size
Incorrect sample period
Lack of sophisticated tools
Lack of segmentation
Isolated exercise

Conclusion

This guide provides an overview of visitor behaviour analysis, the various tools available for conducting visitor behaviour analysis, the benefits of conducting visitor behaviour analysis, and the pitfalls to avoid. After reading it, you should have all the information you need to decide when to begin conducting visitor behaviour analysis, or you can also take the help of The Brisk.